Isn’t there anyone left who wants kids to enjoy the lazy days of summer? On the heels of a new study that says having a TV in your bedroom will ruin your grades and your life, Unilever is encouraging kids in the U.K. to get off their asses and do something. But unlike McDonald’s (which of course is revamping Ronald into a snowboarding, basketball-slamming, race-running jock), Unilever’s goals aren’t all about kids’ health. Yes, exercising will make kids thinner and presumably healthier. But it will also make them dirtier—allowing Unilever to sell more Persil laundry detergent. Still, it’s hard to argue with a company that’s trying to get people to embrace all things childlike, and the list of 33 things to do before you’re 10 is quite charming (though collecting “frogspawn” has never been high on my list).
—Posted by Aaron Baar